Selling agents, buyer's agents and property investment advisors all appear in an investment purchase, and from the outside they can look alike. They are not. Each acts for a different party, is paid in a different way and answers a different question, and knowing which is which is the first protection an investor has.
This article sets out who each professional acts for, how each is paid and where the other advisers in a purchase fit, followed by the questions worth asking before engaging anyone.
Who each professional acts for
| Role | Acts for | Main question they answer |
|---|---|---|
| Selling agent | The vendor | How do we achieve the best price and terms for the seller? |
| Buyer's agent | The buyer | How do we find and secure the right property at the right price? |
| Property investment advisor | The investor | What should this investor buy and why, and how does it fit their whole financial position and timeframe? |
A selling agent has a legal duty to the vendor who engaged them. They can be helpful and honest with buyers, but their job is to secure the best outcome for the seller, and every conversation with them should be understood in that light.
A buyer's agent is engaged by the purchaser to search for, assess and negotiate the purchase of a property. A good buyer's agent is valuable at the point of purchase. Their focus, however, is usually the transaction in front of them rather than the investor's wider strategy.
A property investment advisor starts earlier. The work begins with the investor's goals, income, borrowing position, existing assets, risk tolerance and timeframe, and produces a strategy before any property is considered. The property is then selected to fit the strategy, and the portfolio is reviewed over time.
How each is paid, and what to ask in writing
Selling agents are paid a commission by the vendor when the property sells, so their income rises with the sale price and depends on the sale happening. Buyer's agents are typically paid a fee by the buyer, either fixed or a percentage of the price. Property investment advisors are paid in a range of ways across the industry, which is exactly why the arrangement should be disclosed in writing before you commit.
In the ASPIRE model, the investor engages an Accredited Advisor and pays an engagement fee for the advice. Vendors of properties on the ASPIRE approved property list pay fees to ASPIRE that are fixed in advance and included in the listed price, and any fee ASPIRE pays to the advisor is disclosed in writing on the expression of interest before an offer is placed. Under the ASPIRE code of conduct, advisors hold no commercial relationships with vendors, builders or developers. Whatever arrangement you consider, with any provider, the principle is the same: every payment connected to your purchase should be known to you, in writing, before you sign.
What is licensed and what is not
Real estate agents, including buyer's agents, are licensed by the state or territory in which they operate. Property investment advice as a discipline is not specifically regulated in the way that financial advice is, which allows people with no relevant training to call themselves advisors. Two markers help. The QPIA qualification is the recognised industry qualification for property investment advisors, and members of the Property Investment Professionals of Australia agree to a code of conduct and a complaints process. ASPIRE Accredited Advisors adhere to both, together with professional indemnity insurance and the real estate licensing obligations of their jurisdiction.
A licence tells you that someone may lawfully sell or buy property on another person's behalf. It does not tell you whether they are qualified to advise on strategy. Ask about both.
Where brokers, accountants and financial advisers fit
A property purchase draws on several professions, and each should stay within its own expertise.
- Mortgage broker. Assesses borrowing capacity, compares lenders and arranges finance. Credit advice belongs here.
- Accountant. Advises on ownership structure, tax, depreciation and how the 2027 negative gearing and capital gains tax rules apply to you.
- Solicitor or conveyancer. Reviews the contract and manages settlement.
- Licensed financial adviser. Advises on superannuation, insurance and the broader financial plan.
A property investment advisor works alongside these professionals, coordinating the property strategy with their advice rather than replacing it. ASPIRE does not provide mortgage broking, tax, legal or financial planning advice, and Accredited Advisors refer each of those questions to the appropriate licensed professional.
Questions to ask before you engage anyone
- Who do you act for? Ask them to confirm it in writing.
- How are you paid, by whom and how much? Including any payment from a developer, builder, marketer, lender or referral partner.
- What licences and qualifications do you hold? Check the licence on the state register and ask about the QPIA qualification and PIPA membership.
- What happens before any property is discussed? A sound process begins with your position and goals, not with a shortlist.
- What happens after settlement? Ask whether the portfolio is reviewed over time, and how.
Clear answers to these five questions will separate an advisor working for you from someone working for a sale. The warning signs of the latter are set out in how to spot a property spruiker.
Choosing the right help for your stage
An investor who already has a clear strategy and simply needs help securing a property may be well served by a buyer's agent. An investor deciding what to buy, how it fits with existing assets and how to fund it over time needs advice that starts earlier. The property strategy advisory service describes how ASPIRE Accredited Advisors approach that work, and the research and acquisition support behind them covers the due diligence on each property.
Talk to an advisor who acts for you
An ASPIRE Accredited Advisor is engaged by you, discloses every fee in writing and starts with your strategy before any property is considered.
General information only, current at the 28th of October 2026. It does not take account of your objectives, financial situation or needs. Property investment involves risk. Licensing and agency rules differ between states and territories. Fee arrangements for ASPIRE are set out in the Property Services Guide provided by your advisor.